4. Opportunities are now opening up for rich, quality creative on
Amazon Ads
Sponsored Brand Video Custom designed DSP Ads
5. Sponsored Brands Ads will continue to expand as a mid
funnel ad unit:
- New ad inventory will be unlocked within the Amazon marketplace
- New types of creative will be unlocked
- Brand based reporting will continue to expand (new to brand analytics)
You should no longer think of SB ads
as merely a banner at top of search …
but as an opportunity to tell a
unique and differentiated story
6. Why Investing in Brand is so Important
- Branded search terms will always come with the lowest CPC + highest CVR
- The more branded search terms you have = less $$ on ads
- Brand affinity = repeat purchases + adjacent product opportunities
7. Overhyped Product of the Year:
Sponsored Display
Under-hyped Product of the Year:
Attribution Beta
Prediction #2
8. DSP Sponsored Displayvs.
Audiences:
Custom + Highly
Targeted
Creative:
Amazon Dynamic
Creative
Audiences:
Limited to Amazon’s
Suggestion (like an Auto
Campaign)
Creative:
Custom Creative +
Amazon Dynamic
Creative
Funnel Positioning:
Awareness,
Repurchasing,
Retargeting
Funnel Positioning:
Retargeting only
(via the API)
9. — Daniel Zakowski
CEO of Ready Set Food
The DSP is now a vital part of our Amazon strategy. We’ve
been able to increase impressions on our product pages
by 2x, drive a more efficient ROAS than Sponsored Ads,
and increase our total sales by +40%.
10. Closing the loop on outside Amazon attribution will be paramount
PRODUCT PAGE
11. Amazon total sales
flatlined using Sponsored Ads
Advertising outside of Amazon can have a material impact
on incremental total sales
Google Ads = 5x Increase in
total sales in 90 days
Advertising outside of Amazon unlocks
new ad inventory + entirely new
potential customer base
Case Study - Natural Pesticide Co.
Organic KW rank from 5 to1
13. Acknowledgement of Vanity Metrics
The metrics are not a reflection of the effectiveness of an
advertising strategy because they are not a reflection of
the health of one’s Amazon business
Attributed Sales ACoS
14. Organic Sales
Attributed Sales
Blended ACoS
As marketers we must understand the effect that adverting has
to the Amazon flywheel - and employ an advertising strategy
that reflects that
• Control spend on branded keywords
• Dominate flagship category keywords + own top of search
• Conquest competitor keywords / asins
Branded | Category | Competitor Targeting
• Organic keyword rank as a means of generating profits
• Total sales for vendors (unavailable via API)
• Leverage ads to manufacture momentum on Amazon flywheel
Total Sales + Organic Rank + DSP
15. Why Perpetua
Sponsored Brand:
• Only company where you launch SB in app (+ mobile)
• First to market to optimize SBV
DSP + Attribution:
• DSP offered as manage service
• Reporting for DSP + Sponsored Ads
Advanced Analytics and Metrics:
• Organic KW Rank
• Total Sales Analytics for Vendors
